Nusf specializes in preparing and qualifying women for executive leadership in Saudi Arabia. The organization was founded to help Saudi and Arab women develop professionally, lead in the corporate world, and make a lasting positive impact on society. Nusf is committed to advancing the Kingdom’s national development agenda and Vision 2030 objective of increasing women’s participation in the workforce. 
Nusf believes that no country can achieve prosperity or realize its full potential if it leaves behind half its population. “Nusf” means “half” in Arabic, hence the company's tagline “Investing in Half the Population.”

Nusf aims to raise the percentage of women in leadership in Saudi Arabia by providing both emerging and accomplished female leaders with the knowledge, skills and networks needed to expand their impact on their individual organizations as well as their wider communities. The organization works to build capacity and boost confidence in professional women through programs that will foster their advancement and enrich their careers, enabling them to become the future leaders in their industries and society.